Sony Ericsson is apparently about to embark on its “largest ever marketing campaign to date”. And apparently this is as part of its overall strategy to reposition itself as a “communications entertainment” brand with the slogan Sony Ericsson make.believe.
I was glad to here of these news and of course I'm very excited to see the campaign. And Sony Ericsson is certainly right to do something about its pretty dull positioning - I just hope that they've spiced it up enough. Three new handsets called Satio, Aino and Yari have been earmarked as the big hope to help to reposition SE. So hopefully those handsets are something else.
I do hope this positioning and the new handsets can be the new start for SE. And a new beginning as part of them sorting out their problems. They are certainly in a highly competitive and technically innovative market. It certainly can't be easy with Apple standing at the forefront of innovation and with their very cool credentials. But then, just look at how Apple reinvented themselves... That should be inspiring enough for Sony Ericsson!
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